NotesFAQContact Us
Collection
Advanced
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ1019501
Record Type: Journal
Publication Date: 2013-Dec
Pages: 14
Abstractor: As Provided
Reference Count: 34
ISBN: N/A
ISSN: ISSN-0273-4753
The Challenge of Assessing Creative Problem Solving in Client-Based Marketing Development Projects: A SOLO Taxonomy Approach
Jaskari, Minna-Maarit
Journal of Marketing Education, v35 n3 p231-244 Dec 2013
Creativity and marketing imagination are essential core competencies for marketers. Therefore, higher marketing education emphasizes creativity in several ways. However, assessing creativity and creative problem solving is challenging and tools for this purpose have not been developed in the context of marketing education. To address this gap, we analyze the use of Structure of the Observed Learning Outcome (SOLO) taxonomy as an assessment tool in creative problem solving and in doing so develop an assessment framework by contextualizing SOLO taxonomy for client-based marketing development projects. We first introduce earlier literature on assessment and SOLO taxonomy. We then describe a client-based marketing course on creative problem solving. We use SOLO taxonomy to analyze the outcomes and development processes of six student projects and in doing so develop an assessment framework for creative problem solving. Finally, we give suggestions for teachers on how to enhance creative problem solving and its assessment in marketing classrooms.
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Publication Type: Reports - Evaluative; Journal Articles
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Finland